Chauffeur service Blacklane has signed a partnership with Bundesliga club Hertha BSC that will give hospitality guests a dedicated drop-off and pick-up point at Berlin’s Olympiastadion, while also making the Berlin-founded firm the main sponsor of the club’s junior football academies.
For UK business travellers who combine client entertaining with football, the deal matters from the very start of the new season. From Hertha’s first home game of the 2026-27 campaign on 15 August 2026, hospitality guests will be able to arrive and depart via a dedicated Blacklane point at the stadium’s VIP entrance, promoted under the claim “Unsere Alte Dame fährt Blacklane.”
The Olympiastadion welcomes more than 2,000 VIP and hospitality guests on home match days, and the two partners say the new arrival and departure concept is designed to make travel to and from the ground smoother, more premium and more reliable. Season ticket holders and hospitality guests will also receive exclusive Blacklane added-value through in-app digital touchpoints.
A smoother route to corporate hospitality in Berlin
Stadium hospitality has become a fixture of corporate entertaining, and ground transport is often the weakest link, with congested approach roads and long walks from general car parks. A managed VIP kerbside point removes much of that friction for companies hosting clients in the German capital.
The move fits a wider pattern of premium ground transport building around major sport. Blacklane booking data has already shown how international football travel drives demand for luxury mobility, and chauffeur bookings surged in World Cup host cities ahead of this summer’s tournament.
The partnership will also extend into content through VIP-Talk by Blacklane, an exclusive post-match interview show hosted in the VIP hospitality areas of the Olympiastadion. The programme gives guests, sponsors and hospitality ticket holders access to insights from players, managers and club officials.
Backing players aged seven to fifteen
Alongside the hospitality element, Blacklane becomes the main partner of the Käfigzocker Hertha BSC Football Academy, sponsoring the club’s junior training academies for players aged seven to fifteen. The Blacklane logo will now appear on official jerseys across multiple training camps and partner camps, and the two organisations say they share a commitment to supporting local communities and helping young players grow their confidence and ambition on and off the pitch.
Dr. Jens Wohltorf, Founder and CEO of Blacklane, said: “I am proud to celebrate this collaboration between two Berlin institutions: Hertha BSC, a sporting icon for the city, and Blacklane, a Berlin-headquartered global business. It is fitting that we are coming together to enhance the VIP experience on home match days to showcase what makes Berlin a great city for sports events. Together, we are also investing in youth football and future opportunities for young people in Berlin and beyond.”
The official club announcement frames the tie-up as a natural fit between two Berlin institutions, one a global brand founded and headquartered in the city, the other one of its best-known sports clubs.
Why it matters for UK business travellers
Berlin remains a significant destination for UK firms, and the deal gives travel bookers a straightforward way to build stadium hospitality into an itinerary with door-to-door ground transport included. Blacklane is a familiar name on corporate travel programmes, and its profile has risen further since Uber agreed to acquire the chauffeur firm, a deal that underlined the value of premium ground transport to the wider travel industry.
For companies hosting clients at the Olympiastadion this season, the practical takeaway is simple: a named drop-off point at the VIP entrance, in-app benefits for hospitality guests, and a sponsor whose money is going into grassroots football as well as the matchday experience.
